Deck 17: Working With the Private Sector

Question 1

What are the benefits an Advertising agency may encounter in striking a partnership with a nonprofit organization?

Answer 1

.They believe that the nonprofit will have important community leaders involved and so there is a major opportunity for business contacts
. Goodwill can be obtained by showing public-spiritedness
.Agency execs and staff can achieve personal psychic benefits
. Opportunities exist to show off greater creativity
. The opportunity may give experience to junior staff where a major client is not at risk if they make a mistake

Question 2

Describe the Advertising Council and its role in developing corporate-nonprofit alliances:

Answer 2

.The council was founded prior to WWII and contributed to war related messages such as "Loose Lips Sink Ships"
.Advertising agencies - through the council have contributed many memorable characters and campaigns to society such as Smokey the Bear, McGruff the Crime Prevention Dog and Vince and Larry the Crash Dummies.
. The Ad Council serves as a clearinghouse to support major non-profit issues in three areas: Community, Education and Health and Safety
. The Ad Council's investment in societal issues has brought significant change and attention to dozens of areas of focus:
o Adoption
o Community Drug Efficiency
o Drunk Driving (Friends don't Let friends drive drunk)
o Energy Efficiency
o Environmental Giving & Environmental defense
o Father Involvement with children
o Forest Fire Prevention
o Fundraising (Generous Nation)
o Global Warming
o Gun Safety
o Hurricane Relief
o Mentoring
o Minority College scholarships and Recruitment (A mind is a terrible thing to waste)
o Oceans Awareness
o Predatory Lending
o Safety Belt Usage (Buckle Up!)
o Troop Support
o Youth Volunteerism, etc.
.The Council has harnessed billions of dollars in donated advertising and media - $1.7 billion in 2006 alone
.The Council has proven the value of advertising for nonprofits - leading other nonprofits and government agencies (e.g. Partnership for a Drug Free America, and the American Legacy Foundation's Tobacco-free advertising) to use paid advertising to get its messages across

Question 3

Research suggests that cross-sector partnerships vary on a number of dimensions, what are they?

Answer 3

.Number of partners
. Length of commitment
. Level of investment
. few or many initiatives
. Brand-level or company-level collaboration
. Dedicated manager and dedicated marketing budget or none
. Fixed or variable donation amounts
.Opportunities for grassroots engagement of company employees and customers or not

Question 4

The text identifies a number of forms that for-profit -nonprofit alliances may take. Identify and describe them.

Question 5

What benefits do businesses expect o gain from cross-sector and cause-related marketing?

Question 6

Advertising agencies often donate their skills to nonprofits in an alliance in order to

A) increase their profits
B) generate revenue
C) foster individual and agency creativity
D) support a business client who wants them to
E) get the nonprofit to use paid advertising in the future

Question 7

The Advertising Council campaign which first drew significant attention to the role of the Council in helping government and nonprofits was

A) "Loose Lips Sink Ships"
B) "Only you can prevent forest fires"
C) "A mind is a terrible thing to waste"
D) "Help take a bite out of crime"
E) "Pollution: It's a crying shame"

Question 8

When a corporate-nonprofit alliance is distinguished by sales and other forms of direct revenue accruing to the company and the nonprofit receiving direct financial payments or the contribution of goods, services or volunteers, it is a:

A) Joint Issue promotion
B) A first-order benefit
C) A second-order benefit
D) Corporate Issue promotion
E) Co-branding

Question 9

Consumer research indicates that

A) national or global issues are more important to companies than local issues
B) Cause-related marketing has no effect on the social issue being addressed, but does make money for the sponsoring corporation
C) people would not pay more for a product or service that supports an important cause
D) people would pay more for a product or service that supports an important cause
E) nonprofits who work with corporations are more often seen as not in need of support from fundraising

Question 10

For the nonprofit organization, cause-related marketing or alliances create a risk that

A) it may incur additional expense
B) the public may view its actions as cynical
C) its image may suffer if it is not candid
D) there can be backlash if the partnership doesn't fit with the corporation's core product and service offerings
E) cash donations could decline because of the perception that the nonprofit is "being taken care of" by the corporate partner

Question 11

Using James Austin's model of the collaboration continuum, in what stage are much of cause-related marketing and cross-sector alliances?

A) the Pre-contemplative stage
B) the transactional stage
C) the integrative stage
D) the contemplative stage
E) the philanthropic stage

Question 12

To develop a good cross-sector alliance strategy, a nonprofit should

A) try not to get too committed to any one partner but diversify the portfolio
B) use board members to identify potential partners
C) get an ad agency to donate advertising
D) consider connecting with all ongoing businesses in the community
E) select a business whose product and interests are not too similar in order to avoid conflict of interest

Question 13

What key dimension should be considered when selecting which partnerships to pursue in a nonprofit's portfolio of social alliances?

A) what will it cost the nonprofit to grow the relationship
B) Show how the corporation will benefit in terms of the nonprofit's strategic and tactical interests
C) Have ventures yield economic resources
D) Take risks and have a large number of "low-potential" partnerships because one could really pay off at a low investment
E) Have ventures at all three stages of the collaboration continuum.

Question 14

In selecting a business partner, a nonprofit should look for

A) a business newly involved in social issues
B) a business that wants to improve its public image
C) a large national business from out of town to increase the nonprofit's national image
D) several competing business partners
E) a business that has a mutual interest

Question 15

The local Catholic Community Hospital is seeking a partner for a women's fitness club called "stroller fit" which is aimed at women of child bearing age who already have a young child (of stroller age 1-4) at home. Which of the following types of business would be the best one to approach with the project.

A) A local planned parenthood affiliate
B) A local HMO health plan
C) A local automobile dealership
D) A National bicycle manufacturer
E) A National restaurant chain

Question 16

You are a manager of a local Homeless Shelter and 85% of your "clients" are homeless men, most are military veterans. You are approached by a PR agency and told that your nonprofit has been designated as a recipient of a program created by one of their clients, a nationally known women's clothing firm, will take "trade-ins" on dresses, and donate the used dresses to your organization. They ask where you want the first load of dresses delivered. You should:

A) Ask for money instead
B) politely decline to take delivery and suggest one of your "competitors", a shelter that also takes in battered women, and work with them to take the dresses and share the publicity
C) Call your contact at local newspaper to get some publicity
D) Ask what time the dresses will be delivered
E) Sue the corporation